sports: alternative sporting heros

Words by Mpdclick’s Sport Trend Researcher…

The likes of retired football star Gary Lineker had better watch out as there is a growing trend emerging pushing alternative sports stars to front of advertising campaigns. The Hurley Cycle Zombies is the most recent sponsorship deal from surf label Hurley, combing the perfect mix of an uber cool lifestyle with recreational sports interest, reaching out to every individual whose first instinct isn’t to pick up a cricket bat, football or golf club and train every hour of the day.

Recognising this large proportion of the population who find it difficult to connect with the appeal of the golden girl/boy sports stars, when Hurley became aware of two southern Californian brothers Turky and Scotty Stopnik (the creators of the cycle zombie blog which perfectly fused together a love of motorcycles with an equal love for board sports) they were quickly snapped up as sponsors and made the new poster boys for the surfing fashion label.

Following this trend, Puma have recognised an untapped market in the less athletic of athletes by launching its ‘Here’s To The Afterhours Athlete’ marketing campaign with associated website. Aimed at celebrating those who have a passion for ‘after hours’ amusements, it will unite those who take partying, foosball and navigating their way to front of the bar as seriously as any traditional sport. This ‘tongue-in-cheek’ celebration gives consumers the same admiration and sense of community as any sporting club.

Not to be left out, skateboarding is being brought to the forefront again. Having been no stranger to endorsement deals in the past, skateboarders are once again being targeted, this time by sports drink Gatorade. Its first sign up, street skater Sean Malto is an interesting choice (opposed to a competition skater) Gatorade have made the choice to align themselves with the skateboarding lifestyle rather than the competitive edge. In doing so, Gatorade is continuing to back the trend of a new kind of sports enthusiasts whose achievements are infused with a way of life.

The increasing presence of sports witnessed as part of a social lifestyle and culture is utilized in one of Mpdclick’s spring/summer 2012 trends, fusing casual sporting lifestyles with a retro twist.

Image source: puma.com